A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

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  • McDonald’s

The Hispanic Gen Z struggle is real. Born and raised in the U.S., they often find language and cultural barriers keeping them from truly connecting with their extended family from Latin America. But there’s one place that is never lost in translation: McDonald’s.  “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA.The Hispanic consumer market work by the ALMA team is the latest addition to a new direction in McDonald’s brand strategy for Fall 2018, highlighting what people across cities, cultures, backgrounds and generations have in common.“It’s a tale every Hispanic can see themselves in fondly, and bringing that familiarity to the iconic family restaurant that is McDonald’s is the ultimate tie-in,” says Luis Miguel Messianu, CEO Creative Chairman of ALMA.

  • Nectar Sleep

E-Commerce mattress retailer Nectar Sleep is expanding its offerings to serve the Hispanic market with a Spanish-language website, dedicated social media, and Spanish language servicing. Additionally, the company has appointed Jose Romero as Business Head for the U.S. Hispanic Market.With these changes, Nectar Sleep becomes the first direct-to-consumer mattress brand with a full-service experience for Spanish-language shoppers available through mobile, desktop, chat and phone, according to Romero. The retailer has tailored the experience to the Hispanic market, which brings US$1.5 trillion in purchasing power, according to The Selig Center for Economic Growth.

  • Perry Ellis International’s Cubavera® Brand

Global fashion house, Perry Ellis International, Inc (PEI), and the company’s Latin-inspired Cubavera® brand are launching #CubaveraIcons, a multi-faceted campaign for National Hispanic Heritage Month.As part of the campaign, Cubavera has partnered with internationally-recognized artists Gustavo Novoa, Alexander Mijares and Edward Granger to produce one-of-a-kind works inspired by the brand’s iconic roots.The three works were unveiled September 24th on www.cubavera.com and on social media via @Cubavera and each artist’s personal page (@mijares, @_edwardgranger, and @gustavonovoapainter).Cubavera and PEI celebrate Hispanic Heritage Month because of their deep connection to Hispanic culture. The Cubavera brand embraces authentic latin lifestyle, infusing iconic styles with modern details to create a unique and fresh approach to fashion.  The three pieces will be live on Paddle8.com from October 15th to November 1st where all proceeds will benefit the National Hispanic Foundation for the Arts, aiming to advance the presence of Latinos in the media, telecommunications and entertainment industries.


2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Kroger / Walgreens

Kroger and Walgreens have announced a partnership of the companies to test a new format that combines Kroger’s grocery knowledge with Walgreens expertise in pharmacy, health and beauty.Both companies have chosen 13 Walgreen stores in Northern Kentucky to try the new format and will conduct the pilot over the next several months, listening closely to customer feedback, according to a press release.The pilot will let customers buy products and services from both retailers. Customers can order Kroger groceries online and pick them up at participating Walgreens locations.Customers will also be able to order Kroger store brands, including the retailer’s organic and natural brand Simple Truth at participating Walgreens locations.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

  • Goya Foods

Goya FoodsGoya Foods named Dieste its Advertising Agency of record. Goya’s previous AOR was Wing. Dieste will manage the brand strategy, creative and media planning duties for the U.S. and U.S. Hispanic markets and media buying duties for the U.S. market. According to Goya’s Senior Marketing Manager, Alvaro Serrano, the decision to work with Dieste came after a long review process. “Our decision to designate Dieste as our agency of record reflects our desire to deliver strong creative solutions for the Goya brand and its strategic products,” says Mr. Serrano.Goya, the #1 brand of authentic Latino foods in the United States, recently announced its plans to expand its current headquarters in New Jersey to a 615,000 square-foot headquarters and regional distribution center in Jersey City, NJ. Goya’s ad budget is split 60-40 between U.S. Hispanic and the general market, and is handled by a single agency, said Goya Senior VP Joseph Perez. And it’s a Hispanic shop.

  • T-Mobile

The mobile phone maker begun a TV push yesterday (Sunday), continuing with a major presence in ESPN’s coverage of the Home Run Derby today (Monday) y and in the MLB All-Star game on Fox on Tuesday (tomorrow). The campaign will run through the summer and include four 15-second and 11 30-second ads that star former Saturday Night Live comic Bill Hader, who helped write the spots created by agency Publicis & Riney. T-Mobile hopes to improve on its No. 4 ranking in mobile sales market share. T-Mobile’s commercials take a poke at Verizon and AT&T, which both recently lengthened the amount of time users must wait for an upgrade.

  • Target

TargetWith the critical back-to-school and back-to-college season looming, Target is expanding its offerings for students as well as doubling down on digital experiences and campus events. The retailer said it plans to invest heavily in broadcast TV — it has six ads — followed by print and radio. There will also be a program with Instagram. Ads focus on celebrating kids’ sense of style, a departure from the campaign that has run for the last two years featuring teachers and opening with a salutation to parents. The ads, created by 72andSunny, will air in select markets beginning July 14 and roll out nationwide on July 28.

  • Dodge

The Dodge brand is targeting multicultural millennials with a Spanish/English ad campaign for the 2013 Dodge Dart featuring global music sensation Pitbull. The rapper, who utters his signature “!Dale!” (“Let’s do this!”) phrase in the spots, also composed original instrumental music called “Drop 2 the Bottom” for the commercials: “How to Change Cars Forever” and “How to Break Through and Succeed.”  The campaign reflects the Dodge brand’s focus on targeting multicultural millennials for the compact car segment. The Dodge Dart multicultural ads will air on various national Spanish-language and bilingual networks.  They will also air on the Aspire and BET networks this month.  Digital ads will accompany the TV spots.

  • Kroger

Kroger, the nation’s largest grocery store chain is getting even bigger, Kroger said last Tuesday that it is buying Harris Teeter Supermarkets in a $2.4 billion deal, which will increase by three the number of states in which it operates to 34. N.C.-based Harris Teeter has 212 stores in what Kroger called attractive, high-growth markets in the eight Southeast and Mid-Atlantic states and Washington, D.C., and about $4.5 billion in revenue for fiscal 2012. Kroger CEO, Dave Dillon said that he doesn’t rule out the possibility that jobs could be eliminated or transferred to Kroger’s Cincinnati headquarters. Some functions, such as technology and advertising planning, could benefit from centralization, he said. Earlier this month, Kroger announced that it will stop the long-standing practice of doubling the discount on manufacturer coupons and turn to price slashing instead. Double couponing has been common at Kroger stores since the 1980s. Clip a coupon, take it to the store and Kroger would double the value.

  • Samsung Telecommunications

SamsungSamsung Telecommunications America has appointed R/GA as its new lead digital agency.The business moved from Publicis Groupe’s Razorfish, which won the account last November.Samsung, which manufactures Galaxy phones and tablets, spent $27.9 million on digital marketing last year, according to Kantar Media.


  • Lidervision.com

Hispanic pastors and Christian leaders now have a new online resource that focuses on Spanish-speaking audiences. At the first-ever LiderVision conference in Miami, FL held June 27-29, 2013, Spanish publishing imprints Editorial Vida and Grupo Nelson announced the launch of LiderVision.com, an online portal made specifically for Spanish-speaking leaders. Around 700 attendees were able to preview LiderVision.com’s services, which include free book excerpts, pastoral advice and access to an online store that will provide Spanish-language products and titles.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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